JOUR 3202: Principles of Strategic Communication: Public Relations
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Basic Information
Prerequisites
Course Description
Expected Competencies
Competency Goals
Assignments and Activities
Workload
JOUR 3202: Principles of Strategic Communication: Public Relations (3 credits)
- Multi-section course.
- Lecture two/three times weekly, dependent upon schedule.
Prerequisites
- Major or minor status
- JOUR 3004W (or concurrent registration)
Course Description
This is an introductory course in strategic communications with an emphasis on public relations and its role in business, government, public institutions and not-for-profit organizations. It’s an important foundation class that provides a jumping off point for higher-level courses in the department, including tactics and case studies. Classes will be a mix of lecture, open class discussion, group projects and guest speakers. Students are expected to complete reading assignments, stay abreast of local and national news and issues (e.g., by scanning a daily newspaper every day, listening to MPR or other news stations), and actively participate in class.
Expected Competencies
Students enrolled in JOUR 3202 must have previously completed JOUR 1001, and ideally JOUR 3004 (though they may take it concurrently with JOUR 3202). As an introductory professional skills class, the expectation is that students will have limited fundamental knowledge of the field, but have some understanding of mass communication theory, and know how to find appropriate sources of information.
Competency goals for 3202
JOUR 3202 is a professional skills course designed to teach strategic communication students the fundamentals of public relations. It provides a broad base of knowledge that enables the student to critically evaluate situations and alternatives, define workable and measurable communications plans, and execute basic tactical materials. It focuses on helping students acquire several classes of competencies:
- basics of media organization structure and how news media work
- some detail of various professional organizations such as the IABC, PRSA, NIRI, AMA and AAF
- business/management processes and the various areas of public relations such as investor relations, corporate public relations, event planning etc.
- fundamentals of client/agency relationships
Fundamental conceptual frameworks
- theoretical, historical, legal and ethical fundamentals of the public relations profession
- models of attitude, opinion and behavioral influence
- importance of the PRSA Code of Conduct
Skills and applied knowledge
- professional writing formats and methods
- research and interviewing skills
- analytical and critical thinking skills by studying public relations theory and practical application in cases. Understanding the role of PR and relevance in current events
- planning methodologies
These skills and competencies should help students understand the roles of organizations and individuals in public relations, the difference between external and internal publics, the client/agency relationship, and macro trends in the profession.
Assignments and activities
Writing assignments
Using a variety of topics and situation constructs, students analyze various alternatives and decide on solutions to public relations challenges. All sections give students the opportunity to write multiple assignments and to interview working professionals. Example assignments are:
- an interview with a public relations professional
- press release development, including writing and proposed media placement
- an outline of a program plan applying the 4-step (RACE) process, and full development of one or more phases
- analyzing cases and making recommendations on alternative strategies
- drafts of various public relations materials
Style tests
Students are required to use AP Style for all writing assignments unless instructed otherwise. In addition, they have the opportunity to edit other students’ work to develop their own AP Style capabilities, develop editing markup skills, and review alternative approaches to writing assignments.
Workload
The time spent on specific learning activities will vary by week. In general, the three credits that can be earned with J3202 imply that students should expect to spend about nine hours a week inside and outside of class to satisfactorily complete J3202.
An estimation of the proportions of time spent on various learning activities is:
- 25% class meetings
- 50% reading
- 15% individual assignments
- 10% group projects